Vans
SP25 New Future
Reframing the Old Skool as a versatile style icon through the voices of a new generation.
Vans wanted to re-position and contemporise their classic shoe, The Old Skool, to focus on individual creativity and future audiences. We created spatial designs for retail, across all tiers of store, activation ideas for each stage of the launch, all encompassed in a New Futures Toolkit for Vans global retail teams.
We saw that the power of the Old Skool lies not only in its heritage but in how new voices reinterpret it. The audience was future-facing female athletes and creatives, for whom authenticity and expression are essential.
We began with a period of ideation and sketches, aligning with Vans on the conceptual direction. From this, we agreed to tap into the minds of four progressive athletes - Cocona Hiraki, Karina Rozunko, Efron Danzig and Tania Cruz - each reimagining the Old Skool with their own personal spin on it.
We used three-dimensional elements to bring together the four individual identities of the athletes (and their products) to create an immersive display of storytelling and inspiration.
The shoes are displayed on modular playful plinths with shapes inspired by the campaign font. Each launch will have a set of evergreen pedestals and elements that change based on the hero shoe.
For each of the Four featured athletes, we wanted the retail spaces to highlight their individualism and unique style.
We wanted to design retail spaces that would help the Vans audience connect with the athletes, seeing themselves reflected through strong female talent, both as individuals and as part of a movement. In store activation ideas, with a focus on personalisation and customisation, helped cement personal storytelling as the backbone of this campaign.